What is duplicate content?

According to Google, duplicate content refers to substantive blocks of content shared on the same website or to different websites that either completely matches other content or is similar to other content. This content is not deceptive or designed to be malicious. Essentially, duplicate content is content that appears on the internet in more than one place. That one place is defined as a location with a unique website address or URL. If the same content appears at more than one URL, it is considered duplicate content. 

While Google does not punish you for having duplicate content on your website, it can still sometimes impact search engine rankings, just as any unique content would. When there are multiple pieces of similar content on the internet and Google finds that similar content in more than one location, it can be difficult for search engines to decide which version of that similar content is more relevant and therefore, which should be ranked higher. All content that is shared on the internet competes for higher search engine rankings in the same way. The more relevant the content is, the higher it will rank.

So, what is Google actually looking for in content? 

Google’s main focus is to deliver the highest quality search results to internet users. This means it has to sift through content that is closely related and uses the same keywords users have searched for to determine which is the most relevant result to display first. Google is also on the lookout for deceptive practices. Duplicate content on a site is not grounds for action unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results (Google, 2020). 

Duplicate content can look deceptive to Google if your website begins to appear like a spam site. To avoid that, it’s important to make sure your brand credibility is protected by only sharing duplicate content that is relevant to your business. Many big websites, especially in the news and media industry, share duplicate content and continue to rank highly in search engines. This is because the duplicate content they share adds value to their website, rather than distract from their main message or purpose. 

How Google ranks duplicate content

Google will still rank your duplicate content, as long as it includes the appropriate keywords. The higher the quality of the content, the higher it is likely to rank. The general rule of thumb for digital marketers has always been to make the content more unique in order to rank higher than the similar or same content on another website. One of the ways to do this would be to use geographic modifiers to specify the location of your business in the content. When it comes to duplicate content, Google will rank the website that has the higher authority highest. This authority is determined by the other content on that website and the brands’ credibility or reputation. So keeping the duplicate content within your brand’s message and purpose is vital. 

Won’t Google rank my website lower for duplicate content? 

Google is looking for reputable websites to rank highly. Duplicate content isn’t going to affect you in that area as long as you’re meeting your SEO requirements. If you share content that your audience is looking for and the content is high quality, written well and considered valuable by those who visit your website, you’re going to begin ranking higher. Google wants to reward you for rich, relevant, informative and helpful content that your potential clients will want to see.

How to improve your rankings with duplicate content

While Google won’t punish your duplicate content, it wants to reward unique content with added value. You won’t be punished for downloading an article from Partica and uploading it straight to your website or social media pages, but you should always edit it to suit your website and unique needs anyway. Doing this will make the content more unique, as well as benefit your brand awareness, reliability and credibility by suiting your unique audience and your tone of voice. Your audience is already used to the way you speak so make sure you’re editing the content to maintain consistency. It’s also beneficial to include links to other pages on your website within the duplicate content to help keep readers on your website for longer. You can read more on how to edit an article to make it your own here. 

Remember, a huge percentage of the internet is made up of duplicate content. Google knows this. Their bots are visiting websites every day, making note of where content first appeared and when it’s appearing now. All you need to know is that Google won’t punish you if they find that content on your website too. They simply move on. So, instead of worrying about whether Google approves of your duplicate content or not, focus your energy on sharing relevant and informative content to your potential clients. 

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Many people use LinkedIn when they are in “business mode,” and if they see you on another social media platform, they are likely to check out your LinkedIn profile before getting in touch. Below, we reveal nine strategies you can use to start generating more leads from LinkedIn.

1. Connect with High Net Worth Individuals

Building a network of high-value properties can be a game-changer for those in commission-based businesses. Start by connecting with people in the sphere of the high net worth individuals you want to reach. Once you have a few mutual connections, you can add your target and open the door for them to see your content and message you directly.

2. Find Common Ground With Potential Leads

While some buyers or sellers may be more interested in working with people who share the same interests, many are more interested in relating to you on a professional level. Consider joining LinkedIn groups with alumni or supporting common causes to find common ground with potential leads.

3. Increase your visibility with less noise 

One of the challenges of other social media platforms is getting your content seen amidst all the other posts. LinkedIn tends to have a lower level of noise, so your content is more likely to stand out and get noticed.

4. Promote your open houses and events

Posts about open houses and events tend to do well on LinkedIn, as there is less competition for attention compared to other social media platforms.

5. Take advantage of the LinkedIn algorithm

The LinkedIn algorithm is made to put you in touch with professionals who can help you move up in your career, such as potential buyers and sellers or people who can put you in touch with them. The algorithm looks at who you send emails to and who visits your website, and it may suggest these people as possible connections for you.

6. Use hashtags

As with all social media platforms, LinkedIn allows you to use hashtags to reach a specific audience. But it’s best to use no more than three to five hashtags per post so you don’t look like you’re spamming.

7. Engage with your network

Make sure to engage with your growing LinkedIn network through likes and comments on your connections’ posts. Sharing insights, and experiences, or congratulating a connection on an achievement is a great way to stay top of mind.

8. Leverage LinkedIn Premium Insights

If you start to see an increase in your LinkedIn engagement, you may want to consider upgrading to a LinkedIn Premium membership. While this does come with a monthly fee, it provides additional insights, such as who is viewing your profile and the ability to send inmails to people you are not yet connected to.

9. Increase reach with sponsored posts and LinkedIn Ads

To reach a larger audience, consider using sponsored posts or LinkedIn Ads. With these paid options, you can reach out to specific groups and make your content more visible on the platform.

Conclusion

LinkedIn is a social media platform specifically designed for professionals and businesses, making it an excellent place to generate leads. To get the most out of LinkedIn, consider connecting with high-net-worth individuals, finding common ground with potential leads, increasing your visibility by posting content that stands out from the noise of other social media platforms, promoting your open houses and events, taking advantage of the LinkedIn algorithm, using hashtags, engaging with your network, leveraging LinkedIn Premium insights, and increasing your reach with sponsored posts and LinkedIn Ads. By following these strategies, you can effectively use LinkedIn to generate leads and build your business.

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Whenever a person does a Google search for a professional in their area (i.e. “real estate agents in [your local area]”), if the business has a Google My Business page, the search results would bring those businesses near the top of the search results page. 

When used correctly, it can significantly boost your real estate business’ visibility and draw many more leads and prospects your way.

And the best part? It’s free and only takes a few minutes to set up. 

SETTING UP YOUR GOOGLE MY BUSINESS PROFILE

STEP 1: GO TO BUSINESS.GOOGLE.COM AND CLICK ON “MANAGE NOW.” 

STEP 2: ADD THE NAME OF YOUR AGENCY

Use your exact business name as it shows up in the real world. (business cards, website, etc.)

STEP 3: CHOOSE THE ADDRESS THAT WILL SHOW UP WHEN CUSTOMERS ARE LOOKING FOR YOUR BUSINESS

Similar to step 2, enter an address that is consistent across the board. 

STEP 4: CHECK TO CONFIRM THAT YOU DO SERVE CUSTOMERS OUTSIDE OF THIS LOCATION 

There are 2 reasons it’s important to set up your profile to serve customers outside of your address location:

1. As a real estate agent, you serve a number of local areas, not just the suburb you operate in
2. Being set up to serve customers outside of your office address gives you the opportunity to rank for searches outside of your city address. 

There is one caveat to note. If individual agents also set up a google my business profile, they’ll be competing with the agencies in the rankings. Whether or not you decide to do this is at the discretion of each agency principal. 

STEP 5: ADD THE AREAS YOU SERVE.

There is no limit on how many suburbs or postcodes you want to add to your areas served list, so you can be as hyperlocal as you’d like. 

STEP 6: CHOOSE THE CATEGORY THAT FITS YOUR BUSINESS BEST. 

If you are a real estate office, enter ‘real estate agency’ and if you are an individual agent, enter ‘real estate agent’. 

STEP 7: ENTER THE CONTACT DETAILS YOU WANT TO SHOW CUSTOMERS.

For the phone number, it’s best to enter a local number that’s the same as that which can be found on your site. A single number used everywhere is a positive signal to Google that demonstrates consistency. 

Enter your current website URL linking to your trusty real estate website.

STEP 8: FINISH AND VERIFY YOUR BUSINESS.

Google will automatically set up a page for you if you don’t already have one. 

There may be an option to verify your business by phone or email, but more commonly a code will be physically mailed to you within a week. Once you receive it, login in to the web address you receive with the code to verify your page. 

STEP 9: DELETE ANY DUPLICATE PAGES

If you happen to have duplicate Google My Business pages, (maybe you changed your name or set up a page, but never finished) delete all of them. 

As a general rule of thumb, Google does not want to see duplicate content. 

If your business has multiple locations, it’s ok to have multiple Google My Business real estate pages for each location.

STEP 10: ADD PHOTOS TO YOUR GOOGLE MY BUSINESS REAL ESTATE PAGE. 

From your Google My Business Dashboard under “photos,” you can upload your logo’s image, a cover photo to showcase the personality of your business, a video if desired and photos of your business’ interior and exterior. 

When it comes to your logo, the smallest size you can use is 250 x 250 pixels, but keep in mind that bigger photos will look better. This photo will show up in search engine results pages, so make this look the best you can.

STEP 11: WORDSMITH YOUR BUSINESS DESCRIPTION.

Not only should you go into detail about your business here, but your description should be SEO optimized (pay attention to keywords) to further help with overall visibility and traffic. 

A business description of 250-400 words is ideal, but don’t cut and paste your website. Even though it’s your website, it’s still duplicate content.

STEP 12: GIVE PEOPLE A REASON TO VISIT YOUR GOOGLE MY BUSINESS PAGE

Make sure that you post content on your page (you can re-use your blog content) and respond to any comments. 

You can also encourage activity on your page by liking and commenting on other local business pages. They are likely to reciprocate and Google rewards ‘active’ those pages.

Properly setting up your Google My Business page and optimizing it with the tips above is a free and easy way to generate more quality leads and ultimately increase your bottom line. 

While it’s not a ‘set and forget’ activity, it is a low effort high ROI activity your agency can reap the benefits of. 

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